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About twenty years ago, Permission Marketingwas getting ready to go to the publisher. We sent a copy to Jack Trout, co-author of the classic book, Positioning.

Surprisingly, Jack replied with a long letter, letting us know that my book was based on a fundamentally flawed idea, that it would never work and we’d be better off not even publishing it. Not something most authors want to hear.

The good news was that the book went on to become a bestseller and, even better, it transformed the way many organizations engaged with email and with consumers. It led to a market that’s now worth billions of dollars a year.

The lesson from Jack’s note was simple: Since no one is sure, since no one can guarantee that it’s going to work (or not), all we can do is our best work. All we can do is share our ideas with generosity, speak up and shine a light.

Critics can share their experience and they can point out what doesn’t match their expectations.

But it’s up to you, the person on the hook, to choose to care enough to share your project and your vision of possibility, regardless.